WORLD SQUARE LNY18

In an Australian first, VANDAL partnered with Virtual Immersive to deliver an augmented reality retail experience at World Square for Lunar New Year. The activation used brand new technology never before implemented to this scale in Australia.

VANDAL was commissioned to execute the World Square LNY18 Campaign, Augmented Reality Activation, Red Pocket Treasure Hunt, Live Screen Augmented Experience as well as print collateral, social media and onsite ambassadors.

World Square Augmented Reality Activation


World Square’s iconic dragon sculpture was brought to life in augmented reality. Visitors were able to experience the digitally animated dragon through AR’s ability to integrate digital information with the physical world. This was achieved by means of a custom created World Square app for smart devices.

World Square Red Pocket Treasure Hunt


At the heart of the LNY18 campaign was the ‘Red Pocket Treasure Hunt’. It integrated 40 retailers across all three levels of the centre, presenting exclusive offers that were only revealed to visitors who used the app to scan red pocket markers at participating stores.

The ‘Red Pocket Treasure Hunt’ allowed the campaign to be tracked, providing insight into how many pockets were scanned and which retailers’ offers were the most popular.

World Square Live Augmented Reality Experience


The Live Augmented Reality Experience activated on World Square’s outdoor LED screen is a great example of successful digital placemaking in action. It shows how innovative, digital technologies can be used to transform a physical space and enhance human experience, behaviours and emotions.

The augmented dragon was integrated live onto the screen for visitors to encounter a tangible, interactive experience of the augmented technology. Thanks to TDC for their technical collaboration.

▼ VANDAL


CREATIVE, DESIGN, PRINT, SOUND
  • CD: Richard Swan
  • CD: Emile Rademeyer
  • MD: Brenden Johnson
  • EP: Anna Greensmith
  • Senior Designer: Darrin Hanley
  • Senior Designer: Robert Dinnerville
  • Senior Designer: Terri Bertakis
  • Sound Designer: Nigel Crowley

▼ VIRTUAL IMMERSIVE


AR PRODUCTION
    • Head of Production: Simone Barker
    • Lead Software Developer: John Doolan
    • UX Director: Saxon Dixon
    • VFX Supervisor: Andrew Lodge
    • 3D Animator: Chris Breeze
    • Realtime Artist: Halil Basiacek
    • Software Developer: Halil Basiacek

▼ WORLD SQUARE/JLL/ISPT


  • GM: John Fairbairn
  • Retail Investment Manager: Phillip Arborn
  • Senior Marketing Manager: Suzannah Nicholson
  • Assistant Marketing Manager: Bec Jung
  • Fund Manager: Scott Wardlaw

▼ AWARDS


  • GOLD: Integrated Digital Campaign
    International Asia-Pacific Shopping Centre Awards 2018
  • GOLD: Most Innovative Campaign
    Australian Shopping Centre Council Awards 2018
  • SILVER: Augmented Reality
    AEAF Animation & Effects Awards 2018
Tags: Augmented Reality, Campaign, Digital Placemaking